The China Checklist
International businesses succeed in foreign markets when they understand local challenges and values. Sunrise's clients work with our Beijing-based team of 75 China experts to help navigate China’s dynamic business landscape. As your organization looks to capitalize on China's growing market, use the following checklist to set up your business for success.
The key to the Chinese market
Host your website in China to avoid the Great Firewall.
Design Chinese-language marketing materials in mobile-friendly formats.
Boost visibility on highly-trusted networks in China like Baidu and Zhihu.
Reach more Chinese consumers
Establish official accounts on major Chinese social media platforms like WeChat and Weibo.
Launch marketing campaigns across different platforms to maximize your reach.
Engage with local Key Opinion Leaders.
Host events and activities to build personal connections and reinforce confidence.
Build a well-designed feedback system that demonstrates attention to customers.
Initiate interactive campaigns and give gifts to customers to grow brand loyalty.
Speaking Chinese is Not Enough
The more pressing challenge is to overcome cultural differences. Consider these two questions:
To answer "yes" to both questions, reliable translations of your materials into Chinese is just the first step. It is also important to appeal to local attitudes, needs, and preferences.
Navigate the Great Firewall
Digital marketing in China operates in a parallel universe. Your Facebook campaign, YouTube videos, Twitter KOL reports, Google Analytics, and other essential tools used by your local marketing team are useless when targeting Chinese audiences. Most major foreign social media sites are blocked by the Great Firewall.
China has local versions of many foreign services. For example, Chinese consumers use the search engine Baidu. To reach the Chinese market, local services must be utilized.
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Weibo is China’s microblogging site, similar to Twitter. As of 2017, it has more users than Twittermaking it one of the most prominent social media platforms in the world. It is also China’s most distinguished and efficient mass-marketing tool and its usership is approaching 500 million.
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